Critical Factors in user Preferences for Internet Service Provider: A Factor Analysis Approach

This research is motivated by the increasingly sharp development of internet use. Almost every aspect is supported by technology, making us increasingly unable to live without the internet. Using the internet with a WiFi network offers easy and fast communication. However, each user has their preferences in using a Wi-Fi network. The non-fulfillment of user preferences results in user turnover problems. Therefore, the purpose of the study is to find out what factors have the most influence on user preferences. The factors are service quality, cost, brand image, and promotion. The target of this research is Wi-Fi network users in Indonesia. In collecting data from users, a questionnaire is used which is distributed through social media. Before testing the hypothesis, conduct validity and reliability tests on the instrument used. The results can be more easily understood using the multiple linear regression analysis methods. After conducting research, it is known that the most critical factor in determining user preferences for Internet Service Providers (ISPs) is the quality of services provided. From these results, the Internet Service Provider (ISP) can improve all aspects according the factors to solve problems and increase business profits